品牌战略外文翻译

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1、附录一DuringtheoperationofGlobalbrandstrategy,mostoftheMNCsareinadilemmaofStandardizationandLocalization.Theysometimesarebigotedtostandardization,sometimesareindeeplovewithcompletelylocalization.Neitherofthemisright.TheauthorstakethecaseofGlobalbrandstrategyofMotorola(China)Electr

2、onicsLtd.forexampleandcarryoutanempiricalstudyofsixtyglobalcompaniesoperatinginChinesemarket.Accordingtotheshapingcondition,strategyadvantages,operatingmode,managementsystemofglobalbrandsandaseriesofproblemsofoperationofglobalbrandstrategyofMNCs,theauthorsinnovativelydevelopthe

3、strategicmodelofGlobalStandardBrandStrategyandLocalizationManagementforMNCs.Theconceptofgeographicalbrandfromtheangleofmarketing,andpointsouttherealreasonwhythereisnomorethan10%saleofmarketenterprisebrandsareproducedbyinducingthemutualmodelofgeographicalbrandthroughdemonstrativ

4、eresearchandmakeuptheshortageoftheresearchoninfluencingfactorsoftheassimilationofenterprisebrandsunderthesituationofmutualgeographicalbrand.Byapplyingdemonstrativeresearch,itshows:theextentofthelegislativeobjectwhichisundertheprotectionofnationalappellationsoforiginistoowide,an

5、dthecreationoftechnologyandthedevelopmentoftechnologywillberestricted;thenamingofproductsshouldavoidtheappellationsoforiginasmuchaspossible;iftherestrictionofmutualgeographicalbrandshouldnotbebrokethrough,theenterprisestrategytoachievethestrongbrandisdangerous.Onthebasisofempir

6、icaldata,thispaperanalyzestheregionaldifferencesofdominantfactorsthataffectthebrandloyaltyfrombothmacroandmicroperspectives.Accordingtotheregionalsocioeconomicsituation,thedifferencesofperceivedbrandvalueswhichdrivebrandloyaltyareexamined.Itisshownthattheinfluenceoffunctional,s

7、ymbolicandexperientialvaluesonbrandloyaltyisvariousindifferentsocioeconomicsituations.Resultsinthispaperpromotethecomprehensionofthediversityamongconsumersacrossdifferentregionalmarkets,andoffermeaningfulreferenceformarketinginthisnewlyemergingbigmarket.BythemeansofTransactionC

8、ostAnalysis,thearticleexplainshowanenterprisedecidesap